 Good morning. Good morning. So I wanted to talk to you. Can you tell me who you are and what brings you to Web Summit? Barbara Martin Coppola and I'm Chief Digital Officer for INCA, which is IKEA in three countries. And I lead Digital Globally for the company and I joined IKEA about a year and a half ago. Yeah. What brings me to the Web Summit? Well, I've been talking actually about digitalization and also the journey that companies need to have to go from a customer-centric world into a people-centric world and actually be positive with society and the planet at the same time. Oh wow. So what role do people have in a successful digital transformation? People are the most important part of digital transformation. It's about new ways of working, it's about leading in a new way, it's about entrepreneurship and people are at the core of all of it. So it's been actually fascinating to see how much of this is happening at IKEA, coming from a brick and mortar leading retailer globally to actually a powerful and really, really fast-growing digital furnishing company. So what does digital mean for IKEA? Digital means pretty much everything. Let's start with meeting the customer of course and everything that IKEA is digitally to interface for purchase, all type of interactions in the store. So the only channel IKEA is very much powered by digital. Then digital is what we actually offer to the coworkers inside. So as decision-making, data-centered world and really this new tools that are really important powered by AI and for finance for HR for the coworkers in the store. And then it's actually the foundation in the company, all the engineering, the backbone that is to enable all the applications to run really fast and modular. All of it is around people though. So all this world, all this transformation is people-led and for a purpose or for a business need. That's really fascinating. So it sounds like you're leveraging a lot of this technology but it's kind of, it's behind the scenes. It's not really necessarily evident to the user, to the purchaser that there's all this technology that's making their experience so much better. Exactly. So what behind is like an iceberg? So what they would see is definitely the website, the app, a lot of different services with augmented reality to see the furniture in your living room, you know, through your phone, design experiences or putting actually a wardrobe together through, you know, 3D images. So really interesting added value solutions. But then indeed it's just the tip of the iceberg. There is a whole world beneath and that is, you know, just empowering and putting the whole thing together. That's really beautiful. So I imagine with people being so important to this process that it's really important that you have diverse viewpoints and, you know, cognitive diversity and so what role does diversity play in, you know, having all these great technologies to serve the customer? I believe that companies in order to compete they need to have diversity in their workforce and they need to be very inclusive. And one of my favorite topics actually is gender equality because I come from a career in tech. I worked for companies around the world actually, Google, Samsung, Texas Instruments, Grab Hub. From engineering school all my life it's been gender unbalanced. And so my surprise was really big when I joined Taquiana so 49% of managers are actual women and 54% of total workforce is actually women. And I've seen how this is really affecting positively the performance, the collaboration, the diversity of views and open-mindedness. So I would really encourage any company to get to that level of balance because it brings benefit. It makes business sense and it's the right thing to do for the society. Oh, I love it. Finally, I want to make sure that I touch on IKEA has this tremendous reputation for sustainability. How does that play into the work that you do? Sustainability is embedded in everything we do and IKEA has put really, really ambitious goals. By 2030 IKEA will be climate positive. That means that we will reduce the emissions, not neutral, we will reduce it. And we're going to do that through big movements in sustainable energy. In all vehicles that do deliveries in the cities are going to be electric. So ready the case in Shanghai is coming to the other cities. We're going to have actually by 2030 all products sold by IKEA will be made by recycled or renewed material. Wow, so you're absolutely making the world better than you found it. That's fantastic. We have to. It's a responsibility and I would say a small, medium, big size of companies need all to adapt what we call people's intensity. So going beyond the customer and actually taking care of the surroundings, the society and the planet and really have a positive impact is really, really important for all of us. That's fabulous. Thank you so much for your time. I really appreciate it.